Snapchat Discover

Snapchat Discover is one of the best things around these days that actually challenges other social networks, particularly Facebook. ‘Content’ is at the heart of this new initiative by Snapchat, giving storytelling a new meaning and way for people to consume content on-the-move.

The best part about ‘Snapchat Discover’ is it forces brands to keep the content and stories fresh, content being refreshed every 24 hours. The feature is extremely simple to use and discover and stories are restricted to a fairly small number, therefore, not stressing the viewers and acknowledging the nature of the user behavior, respect for their time and giving them even more a reason to revisit the app.

While it is all fun for the user, the real challenge lies for the companies who need to package content in a way never done before – as top social networks like Facebook, Instagram and Twitter require a totally different approach that we’ve accustomed to over the last years.

To stay relevant and get the user to revisit, one has to ensure the stories are relevant, short, crisp and limited to 5 for best engagement. Companies posting up to 10-15 stories can do so as long as there is enough content to share that very day and I have seen a few like that and admit that after 6-7 stories I couldn’t be really bothered. It became more like a chore than ‘discovering’

Also, the fact that there are no call-to-actions, click here, there, share etc. gives the companies a solid opportunity to ‘build the brand’ rather than make it another channel to generate traffic to xyz paltform.

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Currently, there are top publishers which cater to a variety of audience on Snapchat. Such a diverse collection definitely helps attract users as most of these are common interests.

With launching Discover, Snapchat has definitely challenged many social networks out there and the more I engage with Snapchat, the more I find the other networks like Facebook and Twitter slowly becoming outdated. It seems to be the same drill on many channels and Facebook really needs to step up and reinvent content distribution as players like Snapchat are gaining a solid ground and giving brands an opportunity to ‘build’ the brand and ignite social conversations, WOM etc.

Meanwhile….Happy Discovering!!

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Nissan: Self-healing paint iAd

Nissan, is the first automotive brand, to have created the technology called the Self Healing Paint making the car scratch proof. This technology taps an unmet need of people since decades. How many of us has been frustrated of seeing scratches on our brand new cars and have shelled money to fix it over and over again? A good investment finally by Nissan.

Not just that, Nissan have also cleverly invested time and efforts in a great way to communicate this technology, playing on the simple behavior of using tablets, requiring no effort on part of the user to interact with the ad. It just happens! See the video below to admire the efficiency. A great effort by the Nissan client and their agencies TBWA\G1 Paris, DAN Paris and OMD Europe. Currently the ad runs only in The Economist iPad magazine.

 

 

 

Volkswagen: Hidden Frame

Volkswagen, in partnership with YouTube, exploits the YouTube’s technology, in a simple engaging way to show the difference its innovations like Side Assist make in people’s lives.

Done by their agency, AlmapBBDO.

Coldplay uses Xylobands; turns concert audience into giant LED display

Lady Gaga and Madonna! Why have you not done something like this yet? Coldplay, the band I least expected to innovate at a concert, turned their concert audience into a large gallery of LED display. Xylobands are LED-illuminated wristbands activated using a radio signal.

Coldplay distributed the wristbands in a variety of colors to the audience with a Twitter hashtag #coldplayfilm printed on them promoting their live DVD. The audience were illuminated as multicolor twinkling lights when the wristbands received the radio signals. Below is an image to show what these wristbands look like – you can search #coldplayfilm on Twitter to see more results.

The video below shows how it worked and how the audience enjoyed being felt like they belong to a community and felt more connected to the artists on the stage.

Concerts have always had a huge potential to engage the audience and due to the large size of audience, logistics of venue and legal issues it is not always possible to succeed with a complex idea. Simple ideas like this Xyloband one is easier to execute and does not involve users to make any effort and they can just enjoy the concert the way they expected to. Being surprised with such simple ideas makes it even more fun and spreads a positive word about the experience. Technologies like RFID and augmented reality will definitely improve over the years and we will see more interactive and engaging experiences in times to come. For now, enjoy this one and if you have any similar examples to share, please do!